Smoking Tobacco in Austria

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Executive Summary

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TRENDS

Smokers continued to switch to RYO tobacco in Austria in 2015 due to rising cigarette prices even though the price increase in smoking tobacco was even stronger. To hurt the attractiveness of RYO tobacco as a cheaper alternative, the Austrian government has decided massive tax increases in RYO tobacco that will continue until at least 2017. However, the group of consumers using RYO tobacco at least occasionally has become broader and broader, no longer just including students and unemployed people as was the case 10 or 15 years before 2015.

COMPETITIVE LANDSCAPE

In 2015, Imperial Tobacco Austria Marketing Service GmbH led overall smoking tobacco with a 23% retail volume share. The company’s clear leadership in RYO tobacco is thanks to its broad brand portfolio including leading names such as John Player, Golden Virginia, Drum and West, while it has a minor presence also in pipe tobacco thanks to its Amphora brand. The company lost significant retail volume share in 2015 due to the fact that it discontinued its Gauloises brand in RYO tobacco in the first half of 2014 meaning that the brand did not account for any sales in 2015.

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